Practical Automotive Research Solutions.
You have questions. We find answers.
CBC Research will help take the guesswork out of your media buying, creative development, and strategic planning. Let us design a customized research study to help you better understand your market and the people in it.
What calls customers to action?
What motivates them to buy?
Why do some customers choose to buy from your competitors instead of you?
What do consumers really think of your dealership?
How effective is your current advertising campaign?
How can you optimize every single dollar spent on your media buys?
CBC will help find the answers to your difficult questions.
For over 30 years, CBC has helped turn good automotive dealerships into great ones. Let CBC Research help take your business to the next level.
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In an ever evolving digital marketing world, finding the right media mix for a successful automotive advertising campaign can be tricky. Some believe that focusing on digital-only campaigns will be the most effective, while others still solely enjoy traditional media, like radio. CBC Automotive Marketing believes that a strong presence in traditional media layered with digital marketing makes for an effective campaign for its dealers. To discover if our theory is true, we asked ourselves: Is radio still relevant? Are car buyers still listening? Here’s what we found:
For this study, CBC Research launched a media habits study by compiling data through surveys from more than 4,300 new and used car buyers. The buyers were surveyed from January to June of 2016 in CBC client’s showrooms. These surveys led to the discovery that an average of 74% of respondents listened to local broadcast radio and an average of 56% listened to internet or satellite radio.
For comparison, a similar study was conducted by CBC Research in 2006 which reported that 77% of respondents listened to local broadcast radio and only 13% stated they listened to satellite radio. With these results we can see, over the past 10 years, local broadcast radio has held relatively steady and the number of satellite radio listeners has more than quadrupled.
What does this tell us? It tells us our theory remains true: Car buyers are still listening to the radio. Be it local broadcast or satellite and, when putting media mixes together, they don’t ignore the power of radio.
Try layering radio presence with your digital campaign to maximize your exposure. Finding the right mix of traditional and digital media, coupled with a solid message, is crucial in developing effective automotive advertising campaigns.